Less than a month before his passing on December 28, former Motörhead frontman Lemmy filmed a commercial for Finnish dairy company Valio. It was to be a remake of a classic Finnish milk spot from 20 years ago, which featured a rough-looking character leaving a seedy bar, who barks at the camera, "I have never drunk milk, and never will."

Lemmy filmed the ad on location in Maunula, on the outskirts of Helskini, after Motörhead played in the Finnish capital. Since his death, the ad, created by Helsinki-based agency, hasan & partners, has been reworked into a tribute to the star.

Scrapping the spot was of course considered, Jussi Lindholm, chief operating officer of hasan & partners, explains in a statement: "We were in the middle of post production when the news about Lemmy broke. We are profoundly grateful to have worked with him and that Lemmy’s management feel good about the result. We discussed not airing the ad but had footage that was not part of the original script, which crystallized Lemmy’s spirit, so we agreed to change it and make a tribute."

In the 40-second film, which was directed by Markus Virpiö who also directed the '90s version, Lemmy is seen emerging from a similar bar, and, brandishing his walking cane at the camera, delivers the lines as in the original spot, but adds an unscripted, "You arsehole," and looks away, smiling.